Designing Sustainable Conversations Through Social Media

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    20-Jan-2015

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A discussion on how marketers and designers can facilitate sustainable conversations between brands and consumers through social media.

Transcript

  • 1. DESIGNING SUSTAINABLECONVERSATIONS THROUGH SOCIAL MEDIA Audrey Carr Senior Information Architect | Organic

2. BUILDING BLOCKS OF DIGITAL EXPERIENCES FOUNDATION Reason to use Serves a purpose Satisfies needs David Armano: Emerging Medias Impact on the Customer Experience Intuitive Easy to Use Accessible Differentiated Engaging Memorable Facilitatesconversations Supports sharing Encouragescommunity Maintain Evolve Support Scale BUILDING BLOCKS DESIRABLE SUSTAINABLE SOCIAL USEFUL USEABLE BRAND BUSINESS USER 3. PART ONE MEDIA ,MARKETING &INNOVATIONLANDSCAPES PART TWO SOCIALCONVERSATIONS PART THREE DESIGNINGSUSTAINABLE CONVERSATIONS 4. PART ONE: MEDIA & MARKETING LANDSCAPE 5. THE MEDIA & MARKETING LANDSCAPE HAS CHANGED FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION 1950s 1990 Today Alain Thys: I AM THE MEDIA 6. INNOVATION TRANSFORMATION Josephine Green | Democratizing the Future TECHNOLOGY-DRIVENSOCIALLY-DRIVEN MARKET-DRIVENCONSUMPTION EXPERIENCE TRANSFORMATION ENGINEERING MARKETING + BRAND PEOPLE + NETWORKS PRODUCTS TECHNOLOGY PASSIVE-RECEPTION EMOTIONS AESTHETICS RECEPTIVE-ACTIVE CONVERSATIONS SYSTEMS CO-CREATION CONTEXT ECONOMY 7. GENERATION C

  • Creative

Content Control Communication Creative Class Competition Community Connected Co-Creators Celebrity Convergence Complex NOT A DEMOGRAPHIC NOT A SEGMENT 8. PEOPLETALK ABOUT ACTIONS. MARKETERSTALK ABOUT ADVERTISING. 9. PART TWO: SOCIAL CONVERSATIONS 10. ARCHITECTURES OF PARTICIPATION Eli Singer | CundariSocial Conversational model of communications driving discussions of products and brands, peer recommendations, and shared experiences.Media The nature of systems designed for user contribution, collaboration and communication. Social Networks Blogs Podcasts Collaborative Ranking Wikis SocialBookmarks UserReviews RatingSystems YouTube 11. SOCIAL MEDIA PARTICIPATION LADDER 12. WHAT TYPE OF STORY DO YOU WANT TO TELL? LEVEL OF ENGAGEMENT CONTENT CREATION Transactional Relationship Brand Community Eli Singer | CundariBRANDEDEXPERIENCE ACTIVITY HUB CAMPAIGN BROADCASTCHANNEL 13.

  • A choose your own adventure interactive film
  • User integrates him/herself directly into the video and story reflects their personal registration selections
  • Program provides clues in exchange for tell a friend
  • Product directly integrated and demonstrated through plot line of film

JEEP THE WAY BEYOND TRAIL 14. HOW SOCIAL IS AMAZON?

  • Product Ratings
  • Share Your Own Product Images
  • Add to Wishlist/Registry
  • Tell a Friend
  • People Who Viewed This
  • Amazon Sales Rank
  • Customers Who Bought This
  • Tag This Item
  • Rate This Item
  • Customer Reviews
  • Customer Discussions
  • Offsite Reviews
  • Listmania
  • Update Product Info

Joshua Porter: How Social is Amazon? 15. SPHERES OF INFLUENCE People dont live in a vacuum. Were all members of various online & offline social networks. Members of each network mingle & exert influence over one another at varying levels. Sustainable architectures of participation provide an opportunity to support multiple conversations at varying levels of engagement amongst a target audience and their extended social network.Friends Facebook Friends Family Indie Music Blogs Virb Last.FM Ashley(student) Austin, TX 21 years old English Major, UT SXSW Pitchfork 16. PART 3: DESIGNING SUSTAINABLE CONVERSATIONS 17. 7 BUILDING BLOCKS OF THE SOCIAL WEB Identity A way of uniquely identifying people in the systemPresence A way of knowing who is online, available or otherwise nearbyRelationships A way of describing how two users in the system are related Conversations A way of talking to other people through the systemGroups A way of forming communities of interestReputation A way of knowing the status of other people in the system Sharing A way of sharing things that are meaningful to participants (like photos or videos)Gene Smith: http://www.atomiq.com Sharing Presence Relationships Groups Conversations Reputation Identity 18. A HEROES MODEL FOR COMMUNITY PARTICIPATION Saves the cheerleader Heroes Community Content Everyone 19. Make it something I care about. OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 20. Be true, and honest so I dont look like a liar OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 21. Tell me a story that makes my conversations more interesting. OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 22. Make it something I can easily tell others. OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 23. Grow the story over time. OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 24. Make it fun, credible, and memorable. OPENNESS PARTICIPATION CONNECTED -NESS COMMUNITY STORIES PURPOSE FACILITATING CONVERSATIONS 25. DESIGN + CO-CREATION = SOCIAL INNOVATION PEOPLE +NETWORKS = ARCHITECTURESOF PARTICIPATION STORIES +SOCIAL SHARING = CONTEXT AND COMMUNITY